Why Regional Accents in Voice Over Matter

Regional accents in voice overs for media content actually hold a lot of power. Sure, it may be easy to think that a “generic” or neutral accent is the best choice so the dialogue can be more widely understood, but is that what’s going to connect with your audience?

There have been numerous studies into how we perceive regional accents, and it turns out we have predispositions about certain accents that can affect how we feel about the person speaking, and even influence our purchasing decisions or brand perception. 

So your decision to go with a West Midlands voice or a Geordie speaker could shape how your audience receives the message, and ultimately impact the success of your project.

We’ve all heard it before — “it’s not what you say, but how you say it”. And this is especially true when it comes to voice overs. The way a message is delivered can greatly impact how we interpret and connect with it. 

This is why choosing the right accent for your voice over is crucial.

Read on for more on why regional accents in voice over matter and how to choose the right accent for your project.

Examples of Where Regional Accents Just Made Sense

We’re sure it wouldn’t take you long to think of examples where regional accents have been used to great effect in a variety of media. 

TV ads are probably what springs to mind first, and these are some of the most recent ones we think are a great demonstration of how regional accents can pack a punch:

Yorkshire Tea Ad — Yorkshire Accent

To us Brits, tea is serious business. And what better way to tap into that market than with a classic Yorkshire accent?

Yorkshire Tea is strong on their messaging about Yorkshire doing everything proper, and the connection between brand and region is what makes it stand out.

The use of a Yorkshire accent in this ad helps to solidify the authenticity and pride behind the product.

We also tend to view (or hear) people with a Yorkshire accent as trustworthy and genuine. So if Yorkshire Tea are telling us their tea is the best, well then, we might just have to believe them.

Nandos Advert — MLE (Multicultural London English) Accent

MLE, also known as Multicultural London English, is a relatively new accent that has emerged in London and surrounding cities. It’s a fusion of various accents and dialects influenced by the diverse cultures living in these areas.

Nando’s were clever in their use of this accent in their ad, as the majority of their target audience are millennials and Gen Z, who are more likely to be familiar with this type of accent.

This choice of accent helps Nando’s to appear current, relatable, and in touch with their audience.

Kelly’s of Cornwall Ice Cream — Strong Cornish Accent

Think you completely missed what the ice cream server was saying in that ad? That’s the point! You can only clearly hear the most important words, like “Kelly’s Cornish ice cream”, “tasty as”, and “local supermarket”, amongst a string of unintelligible Cornish ramblings. But it works brilliantly!

Similar to Yorkshire Tea’s ad, this regional accent adds to the authenticity of the product and creates a sense of pride in its origin. It also probably earned a few laughs.

Why Do Regional Voice Accents Matter?

Of course, it’s not just TV adverts where regional accents shine. They have been used effectively in radio commercials, TV shows, films, audiobooks, and even video games. 

David Attenbrough’s distinctive voice has become synonymous with nature documentaries, and would the Harry Potter audiobooks be the same without Stephen Fry’s British accent?

But why do these accents matter so much?

Creating a Connection with Your Audience

Be it marketing, entertainment, or education, the effectiveness of any content heavily relies on connecting with the audience. And what better way to do that than by speaking in their language?

That’s not to say the voice over accent should be the same as the audience. 

Research by the Unstereotype Alliance threw up many different findings on this subject, including that Southern-voiced commercials were deemed more trustworthy, confident, and helpful, whereas Northern-voiced ads were associated with quality and taste.

It didn’t necessarily matter about the gender or regional accent of the listener, these were general perceptions.

So, by choosing a voice over with an accent that aligns with your audience’s perceptions, you immediately create a connection, and open the door to them being more receptive to your message.

Eliciting Emotions

Accents can also elicit certain emotions from listeners. For example, a British accent is often associated with sophistication or intelligence, which may be why it’s commonly used for luxury brands or educational content.

By choosing the right accent for your message, you can tap into these emotions and use them to your advantage.Particularly when it comes to marketing, emotion is a powerful tool for driving action and creating a memorable experience. A commercial voice over with the right accent can make all the difference.

Diversity & Inclusivity

A brand that demonstrates they’re inclusive and value diversity can go a long way in building trust with their audience. Using regional accents in voice overs is one way to show this, as it not only adds variety and interest but also represents the diverse cultures and communities within a region.

It also shows that you’re not just catering to one specific group, but rather embracing and acknowledging the differences within your audience.

Interestingly, in the same Unstererotype Alliance study, they uncovered a bias in the choice of accents in UK audio advertising. Some of the stats show that…

• 62% of radio and podcast advertisements in the UK feature Estuary English (accents associated with the area along the River Thames, including London or the King’s English). 
• Only 19% of adverts featured North England accents, 2% featured Welsh and Scottish accents, and 1% featured Midlands accents.
• Northern voice accents were used in 13% of finance and entertainment audio commercials, 27% of retail ads, and 23% of food ads.

This could suggest that we prefer or associate certain accents with certain industries or types of products. However, it also highlights a lack of diversity in the representation of regional accents in audio advertising.

What is the Best Accent for Your Voice Over?

The all-important question at the end of this is, which accent is the best to use in your voice over? The answer is…it depends on your project.From what we’ve discussed above, there’s not a single and definitive answer. But it does boil down to one key factor — knowing your audience.

Choosing the Right Accented Voice Over for Your Audience

Your audience is really the deciding factor in this case. Research and understand their demographics, preferences, values, and perceptions. This will help you determine which accent they may resonate with the most.

Where to Find Talented Accented Voice Over Artists

Ready to cast your next voice over project with an accented voice actor? You’re already in the right place to find the perfect match!

At Matinée, we can connect you with some of the most talented and diverse voice over artists worldwide. We have a vast database of professional, trained, and native speakers who can provide the right accent and tone for your project.

Browse through our voice over artists, listen to their demos, and request a quote. 

Or, if you would like advice on which accent to use for your project, feel free to contact us — it’s what we’re here for! We can help you determine which accent will be most effective, ensuring your voice over resonates with your listeners and helps you achieve your goals.Fill out our online form or give us a call to get started.

FAQs

What is the Best Accent for Voice Over? + –

There’s no “best” accent for voice over, as it ultimately depends on your audience and the tone or message of your project. Southern UK accents may exude warmth and trust, while a neutral accent can be easily understood by a global audience, but this may not always be the case.

Does Accent Matter in Sales Content? + –

Absolutely! The accent you choose can greatly impact the success of your sales content, as it can evoke emotions and create a connection with your audience. A carefully chosen accent can make your message more relatable and engaging, leading to better results.

Does Gender Also Matter in Accented Voice Overs? + –

Gender can also play a role in the effectiveness of an accented voice over. For example, a male Northern UK accent may be perceived as more authoritative, while a female Southern UK accent may be perceived as nurturing and friendly.

Our article on How to Choose Between a Male & Female Voice Artist delves into this topic further.

Do You Also Offer Foreign Accent Voice Overs? + –

We do — in over 30 accents! Our network of voice over artists includes native speakers and trained professionals in a variety of accents and languages. Whether you need a French Canadian accent or a South African accent, we can help you find the perfect talent for your project.

Head to our Foreign Accents page or get in touch.